Cardinale Automotive Group celebrates purchase and reopening of Harley-Davidson franchiseBy Lisa Crawford Watson

In 1901, a 22-year-old Milwaukee man drew up plans for a small engine and worked with his childhood friend to adhere it to a bicycle frame. Some 110 years after the friends got their motor-bicycle up and running, Harley-Davidson, Inc. is considered one of the top fi ve recognized brands in the world.

Maybe it’s the styling of the machine or the look of the iconic logo that has riders and pedestrians alike enamored with Harley-Davidson. But there has to be something more that has people wearing the “bar and shield” on their backs and inking it on their bodies. Likely it begins in that moment when the rider fi rst ignites the raw power of the motorcycle, and feels the vibration and the rumble; resonating through the body, and the open invitation to feel the wind in his or her hair. It is, quite simply, the life of the motorcycle.

Today, the U.S.-born, family motorcycle manufacturing company is renowned for delivering freedom, power and style like no other brand in the world. The Harley-Davidson rider is a proud patriot, a community-centered, freedom-focused individual, who revels in the culture of Harley-Davidson.

Similarly, for the past 33 years, brothers, partners, born and bred sons-of-the-community, Joe and Tom Cardinale have been serving the new and used automobile needs of the Monterey Peninsula and Salinas Valley; motoring enthusiasts who employ and applaud those who enjoy riding Harley-Davidson motorcycles to work or out on the open road. This past July, the company effected what they consider a perfect storm as they purchased the Monterey Harley-Davidson dealership.

“This brand,” says Monterey Harley-Davidson General Manager Matt Lachman, “represents the diamond of the retail experience; the most desired, most loyally followed brand. Few can say they have such a unique and blessed opportunity to serve this community, the people who truly love the brand, the way we have. For 33 years, we have held service sacred. The founding commitment and corporate mantra of the Cardinale Automotive Group is, "We Develop Outstanding Relationships Where Everybody Wins," this is the guiding nucleus central in everything we do. The Harley-Davidson brand will enable us to continue establishing relationships where everybody wins.”

Last weekend, the recently reopened franchise, located in Salinas and on Cannery Row, hosted a Grand Opening celebration, attended by more than 500 Harley-Davidson enthusiasts, riders and revelers, accompanied by 300 motorcycles, traveling from as near as fi ve miles and as far as 200 miles away, to join in the excitement.

“It was absolutely fantastic,” said Lachman, who just took delivery of his newest Harley-Davidson. “This local event, celebrated by numerous HOG Chapters (Harley Owners Groups), demonstrated how truly central and vital this Harley-Davidson franchise is to consumers and community, who always remain loyal to their own dealerships, yet turned out to show their support and celebrate this new opportunity.”

The Salinas location hosts a traditional showroom, retail venue, service and parts departments, while the Cannery Row location is strictly a retail store, featuring signature Motor Clothes and offi cial merchandise.

“What makes this franchise vastly different,” said Lachman, “is that every department is open seven days a week. We who grew up around motorcycles, know that motorcycle stores typically close early on Saturday and are closed on Sunday and Monday, the days to go riding. So, if something happens, the closest day one can get help, service or support is Tuesday. We've changed that.”

Meanwhile, the culture of the Harley-Davidson and Cardinale brands community service continues, based on family fi rst and taking care of brothers and sisters in need, as exemplifi ed by the legendary Harley-Davidson annual Toys for Tots drive, one of hundreds of ways these brands reach out to support their local area.

“The continued evolution of men’s and women’s love affair with the motorcycle – specifi cally the Harley-Davidson motorcycle, grows stronger every day,” says Lachman. “We recognize the global reach of this iconic brand, which has come to represent so much among so many different people of various backgrounds. Whether they are riders or not; men and women, young and old, of different races and ethnic groups, all appreciate what the brand represents. It’s Americana at its fi nest.”

"The Cardinale Automotive Group purchased the Harley-Davidson franchise," says Lachman, "to give this area the long-term commitment to the strength of the brand, and to ensure it's reach extends well beyond us all."

Monterey Harley-Davidson

333 N. Main Street

Salinas CA 93901

831-731-5066www.montereyherleydavidson.com

Monterey Harley-Davidson

700 Cennery Row #B

Monterey CA 93940

831-731-5067www.montereyherleydavidson.com

HOG Wild